This is the first in a 3 part series of the Cash Flow Show – Direct Sales Radio interview with Noah St. John that has been transcribed into text.
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Noah St. John on the Cash Flow Show Radio
DEB BIXLER: Hello, direct sellers. Welcome. This is Deb Bixler with Cashflowshowradio.com. We’re glad you’re here tonight.
We have a special guest tonight. We are talking with my friend Noah St. John, and he has got a foolproof system for dumping the head trash that’s holding you back.
Noah has got a new book out called The Secret of Success. It reveals the seven-step system for more wealth and happiness. He’s going to talk to us today a little bit about how to come back after a business setback. Welcome, Noah. We’re glad you’re here.
NOAH ST. JOHN: Thanks, Deb. By the way, the name of the book, just for those folks out there, is The Secret Code of Success.
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DEB BIXLER: Did I not say that or I said it wrong?
The Secret Code Of Success
NOAH ST. JOHN: You said – you left out a word – it’s The Secret Code of Success. Just want to make sure folks knew that. But thank you again. Thanks so much.
DEB BIXLER: All right. I apologize.
NOAH ST. JOHN: No problem.
DEB BIXLER: We’re glad to have you here, Noah. It’s terrific. You know, there’s so much going on these days with unemployment at a high and people’s nest eggs getting cracked, everybody’s talking about home values and the economy.
Where do you want to start with this? Because I know that you have a lot of information and you’re going to share with us how to make a comeback. I know everybody is capable of that.
NOAH ST. JOHN: Sure. Well, I think the place not to start is where everybody is starting, which is what you just said, which is panic, fear, worry, anxiety, stress.
So really, Deb, what I’d love to share with everybody are some really simple strategies that people can use in their everyday lives to not only begin to alleviate some of the stress on a physical level, but really I do teach a lot of people and work with a lot of clients, Deb, about coming back after a personal or business setback. Because as you know people are getting laid off or they’ve been on unemployment for a long time or not only that, not only those types of issues, but even those people that are doing pretty well right now.
And, of course, we all want to do better. We all realize there’s always a bigger game to be played out there. So it’s not a matter of just coasting along. It’s a matter of really growing. So that’s what I’d love to talk about.
Direct Sales Success
DEB BIXLER: Well, what do you think holds people back from improving? You don’t have to focus on the negative all the time. What do you think holds people back from achieving the direct sales success they deserve?
NOAH ST. JOHN: Well, that’s really the $11 billion question. You know, you’ve heard of the $64 million question, this is the $11 billion question. The reason I say that is because that’s the amount of money that Americans spend every year on self-help products, personal development, professional development, etc. And actually American companies, it’s said, spend about $400 billion every year on this exact problem. So with all this money and effort and time being spent, you’d think that we’d all be happy and rich and skinny, right? But obviously that’s not true.
So there must be something going on in there. So really what I talk about, Deb, and what I show my clients is a really very specific reason that people who are perfectly capable of success, they’re motivated, they’re smart, they’re intelligent, and they really want to succeed. But many people find that they’re driving down the road of life with one foot on the brake and one foot on the gas.
And the funny thing about self-help is a lot of times it becomes what I call shelf-help. A lot of people are suffering from a lot of shelf-help, meaning they keep buying more and more products, but they’re not getting any better. They’re not seeing better results.
They’re not growing their business, making more money, losing weight, whatever the result is that they’re trying to get.
DEB BIXLER: You are so right. I have a friend who has a, well, Borders just closed in this area but she has this shelf full of self-help books that she buys all the time and even more when they closed….
She’s not in a direct selling business, but positive thought and motivation and diets and this and that and the other thing. I’m like, “Do you really need any more?”
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NOAH ST. JOHN: Well, it really is true. I’ve had so many people actually take pictures of their shelf help and send them to me and say, Noah, after reading your book, I got rid of all of my shelf help and I feel so much better. So that’s a great thing to share.
But, you know, Deb, one of the things that I talk about with clients at my seminars is this concept of the why-to’s and why-not-to’s, and if you think about a scale or a balance, like in a courtroom scales, realize that everything we do, every decision we make as human beings comes from our why-to’s and why-not-to’s.
In other words, the perceived benefit weighed against the perceived costs of doing whatever it is that you do, whether it’s what kind of car you drive, what you do for work, what you had for breakfast this morning, it all comes down to your perceived why-to’s weighed against your perceived why-not-to’s. That’s what causes every decision as human beings.
And so people say, well, Noah, that makes sense.
What Is Holding You Back In Direct Selling?
DEB BIXLER: I get that. But wait a second, are you trying to tell me that if I’m holding myself back, if I have one foot on the brake, that I don’t want to succeed?
NOAH ST. JOHN: Well, Deb, you know, I’ve had the opportunity to work with literally tens of thousands of entrepreneurs in direct selling and other types of compensation plans – men, women, and children, CEOs, stay-at-home moms in over 40 countries around the world since 1997, and so far I’ve never met one person who doesn’t want to succeed. So there has to be something else going on, and what I talk about is the iceberg principle, which is that the human mind is very much like an iceberg – about five percent is visible above the surface, 95 percent is hidden below the surface. That’s the subconscious mind versus the conscious mind. So when you put those two things together, the why-to’s and why-not-to’s, the conscious and the subconscious, here’s why so many people are holding themselves back and struggling with all this shelf help. It actually becomes a very simple process. The why-to’s of success exists on the conscious level. That means everyone wants to succeed.
Everyone wants more money, more time off, to lose weight, whatever success is, we all want that on the conscious level and yet when you look at the subconscious what happens is that’s where we find the why-not-to’s of success. When I say that to my clients or my seminar audiences they say, well, what do you mean the why-not-to’s of success? I say, well, you think about it. What could be a cost of actually allowing yourself to succeed to a greater degree? What might be a cost of success? So, Deb, for example, I mean, what do you think people often say about that, you know, I’ll often ask people well, what’s your perceived cost of actually allowing yourself to succeed?
DEB BIXLER: Well, I’m not sure what answer they would have, but I work locally with a lot of people who are interested in losing weight, and at a very simple level they want to eat more than they want to lose weight.
NOAH ST. JOHN: Right. Exactly. Well, I’ve worked with many people, not only to, as I mentioned, make more money, grow their business, increase their income, but also lose weight and improve their relationships, and so one of the things that we find people want to lose weight is that their why-not-to for women is they’re afraid of being vulnerable. I work with people in all walks of life to achieve success, not just direct selling.
They’re actually afraid of being sexy, of being seen – they might have had some kind of trauma in their past and so they started to gain weight so that they could be invisible. Now, that’s a very subconscious reason, isn’t it? I mean, no one does this on purpose. Similarly, people are holding themselves back in business; the why-not-to’s are. Well, I don’t want my friends to be jealous of me. What if I go for it and lose it all? It’s going to be too hard. It’s going to take too long. I’m just going to stay here because I’m already way too busy anyway. So you see what I’m saying. The funny thing about all these things, Deb, is that no one gets up in the morning and says, wow, this looks like a great day, I think I’ll hold myself back from success today.
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DEB BIXLER: Right. Right.
NOAH ST. JOHN: They don’t do that. I mean, I’m going to get this book so I can sabotage myself better. We don’t do that.
DEB BIXLER: But so why does it come naturally to some and not others?
NOAH ST. JOHN: Well, because there are people who – I’ve had the opportunity to interview dozens and dozens of multimillionaires, very successful, happy people, and what I realized is that for this small group of individuals, which I call the naturals of success or the three percenters, what they’re doing is they, for whatever reason, are not holding themselves back from success. I just talked about the why-to’s and why-not-to’s; these individuals, the naturals, they don’t have the same why-not-to’s of success that most people have.
Let me give you an example. I was talking with one of my friends who is a multimillionaire. I was interviewing him and I asked him a question about something that related to the book. I said, “Have you ever thought about the fact that you did this and this?” He thought about it for a second and he goes, “You know, Noah, you’re right. I did do that but I never thought of that before.” And what that showed me was that there are people who are unconsciously competent at allowing themselves to succeed. I’m sure we’re all familiar with the level of competency going from unconscious incompetence all the way to unconscious competence. That means like driving a car and tying your shoes, there’s many things we do every day we just don’t think about. We’re unconsciously competent at it. Well, there’s this little tiny group of people – the naturals – they’re unconsciously competent at allowing themselves to succeed. So with The Secret Code of Success what I’ve done is I’ve actually taken what they do unconsciously – that means they don’t even really realize they’re doing it – and I’ve made it so the rest of us can now understand what the naturals do. We can all move to that level and become unconsciously competent at success.
DEB BIXLER: Right. Well, we’ve got like a minute and a half until our first break. I know that I listened to your 60 Second Cash Attractor – it was really cool. So why don’t you give the web address and contact information and a little tip and we’ll take a break.
Overcoming A Business Setback
NOAH ST. JOHN: NoahStJohn.com and business setback does not have to be a business setback.
As Deb said, you can get my free 60 Second Cash Attractor, and yes it is true, you can actually begin to change your subconscious thought patterns about money and start attracting more cash in just 60 seconds. Now, this isn’t magic. It’s not woo woo. It’s all science, and it’s brain science, and we can certainly talk about that in the next break, Deb. But the point is I’ve had many people use these cash attractors in my other audios that we offer at NoahStJohn.com and I just actually got an email from a guy who said he closed his first million dollar deal in the first two weeks after starting to listen to these audios. So they’re incredibly powerful.
They change your brain at the subconscious level.
DEB BIXLER: Yeah, it is. It is a powerful 60 seconds. This is Deb Bixler with Noah St. John, and we are talking about coming back after a business setback or any kind of setback. You don’t have to let the bad economy – I’m so sick of hearing that – affect your life.
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